September 3, 2021
After years of scientific research, Worcester, Massachusetts-based Vella Bioscience has introduced what it describes as “a revolutionary pleasure serum that promises to increase the frequency, intensity, and satisfaction of a woman’s orgasm,” reports Forbes.
Developed by a medical team—including Dr. Harin Padma-Nathan, the lead principal investigator for Viagra and Cialis—Vella works locally to relax the smooth muscle tissue and increase blood flow to enhance sexual arousal and orgasm in women.
“Viagra for men is very different. Viagra is a prescription medication that works systemically to treat erectile dysfunction,” he explains. “Vella is applied locally and doesn’t treat sexual dysfunction. Rather it works to enhance sexual pleasure from the potential that is already there.”
Unlike menthol-based drugstore topicals, which can irritate, or lubricants that only lubricate, Vella delivers a carefully regulated dose of cannabidiol (CBD) through a nano-encapsulated serum that penetrates the delicate tissue in a way the topical application of oil can’t.
Rather than taking a pharmaceutical approach, as a comparable Viagra for women would, Vella aims at the rapidly growing sexual wellness market.
“We wanted to give half the world’s population—women—equity in sexual fulfillment in a manner that is safe and effective,” Dr. Padma-Nathan continues. “We are focused on augmenting a woman’s normal function or recuperating a lot of that function if lost, as in post-menopausal women. And in our studies we found two out of three women overall will respond.”
The idea has been quick to catch on: With women now demanding equal time in the pleasure department, established retailers are scrambling to find ways to serve her. Bloomingdale’s, for example, has opened a “Sexual Wellness” shop online, offering “body-positive, female-led” brands as the “ultimate in self-love essentials,” with an emphasis sex toys.
Vella’s packaging is designed to look like prestige beauty and sit alongside a woman’s beauty products and on a retailer’s beauty counter.
Priced at $65 for 16 carefully regulated doses, it is pricey but its research-based technology justifies the price tag. However, it is also available in a single-use packet for $8; and, this holiday season, the company is releasing a gift-boxed skew for $30 with five applications.
In May it was introduced on the company’s direct-to-consumer website and quickly gained interest from retailers. Bergdorf Goodman’s trend-spotter and creative director Linda Fargo was one of the first to bring it into the store.
Also taking the in-store plunge is multi-brand luxury beauty retailer Cos Bar. It is now carried in five of its 19 stores, though it is planning to add two more locations soon. Cos Bar was founded in 1976 and is renowned for leading with beauty innovations.
Research contact: @Forbes